A pioneer in social networking, the American Cancer Society realizes that Web 2.0 tools are just high-tech ways to continue what it's been doing for a hundred years — building and interacting with a community of constituents united against cancer.

By Abny Santicola

The site was started by Neff and his team as a pilot program around Relay For Life to allow people to post pictures and/or video to communicate with each other in a more friendly, low-key environment than YouTube. After the site was launched, the organization quickly realized it had an opportunity to do something on a nationwide scale.